Behavioral Ad Targeting: How should marketers address concerns

Monday, 19 Feb, 2010 0

It is the "Target Audience" whose verdict makes all the difference at the end of the day! Be it product distribution or reaching out the target buyers through innovative marketing tools like ‘online advertising,’ what matters most is the audience data. As the main unit of measurement for online advertising is data, so players in today’s shifting ad landscape realize that audience data fuels online advertising more than ‘Ad impressions’ alone.

Here marketers in order to make most of that data require an audience that understands the trade off between better-targeted advertising and access to the ad supported online content. Audience dissatisfaction and discomfort could lead to some serious issues on marketer’s side. That is why some brands are staying on the sidelines of behavioral targeting as they fear consumer backlash.

According to David Hallerman, eMarketer Senior Analyst, "Spending on behaviorally targeted ads is still up and outlays will only increase if understanding between advertisers and consumers improves." Some reports suggest that consumers are set to reveal their data for targeted ads, which they might be more willing to click. This shows how consumers are hostile to behavior targeting.

The Annenberg study indicates that public is ill informed about privacy. When the online audience is so ignorant of current data protections, it is not much of a wonder that they also misunderstand exactly what online ad targeting is and what benefits they will derive ultimately from Web supported advertising.

Hence to allow buyers discuss about the products and services, responding to markets and managing reputations, marketers must reach out and educate the public on the value of targeting, free online content, and services backed by more efficient advertising.

Courtesy of eMarketer Digital Intelligence

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